Recent girls' literary property transitions to broader product programs had been unsuccessful. Marketplace was skeptical of translation from print to full merchandising program. Lack of additional media required alternate method of achieving brand profile at retail. Property had compelling unique “voice” and focus on 'self-expression.' Opportunity for open ended “play pattern”. Specific appeal with “Dress up”. “Dress Up” children's product had evolved from seasonal costumes. Had become a significant every day category.